Scout
Scout is a bicycle hire scheme based out of Southampton with the aim of expanding to more cities across the UK. Using the brand identity of the bicycle scheme and the beauty of the city it's in Scout aims to inspire the public to explore their city using Scout. Scouts brand identity relies heavily on elements from the city the scheme is in. This identity adapts to the city it's in while keeping a clear graphic language across the whole brand.
For each city the scheme is in I created a separate logotype to represent the city. This helps form part of the overall brand identity. By connecting letters in the city's name it shows Scout can help connect the City and the people in it. The logotype is also accompanied by a colour bar, the colour of the bar matching the colour of the city.
One of the main graphic elements that forms a large part of the brands identity is the use of illustrated historical buildings from the city the scheme is in. This makes each of the bicycles feel part of the city it's in allowing the public to connect with the bicycles.
In addition to being part of the brands identity these illustrated buildings form another part of the user experience. If the user cycles around the city and locates all of the buildings located on the bicycle they will be rewarded with a small reward such as a discount code that they could use to buy their lunch. Furthermore this also encourages the public to use the bicycles and explore the city.
Above shows the buildings in Southampton which have a red bar to accompany them and then a small selection of the buildings in Portsmouth which are accompanied by a blue bar.
Using Scout's app you can select the City you're in, locate a Scout docking station, check how many bicycles are at the docking station also being able to get directions to it, scan and unlock a bicycle also scan buildings to show you have found them, treack what buildings you have located and earn rewards while doing it.
